Lean in het digitale tijdperk. Hans Toebak, Arjen Markus, 13 november 2013

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1 Lean in het digitale tijdperk Hans Toebak, Arjen Markus, 13 november 2013

2 Back to the future 2

3 2054 lijkt in 2013 toch al erg dichtbij 3

4 Klanten passen zich sneller aan dan ooit. 4

5 5

6 6

7 De hedendaagse consument is veeleisend 7

8 Way back when Dicht bij de klant Customer intimacy Beste prijs Operational Excellence Vernieuwend product Product leadership De waardeproposities van Treacy & Wiersema Van of, of, of, naar en, en, en.

9 Wat betekent dit voor je waardebepaling? 9

10 Wikipedia: Superman also possesses the mental ability to screen out the enormous amount of information received by his enhanced senses and to focus on a single detail such as a particular voice or location 10

11 11

12 GreatSuccess! 12

13 Classificeren van klantvragen is essentieel sense & respond 13

14 Customer en operational excellence gaan hand in hand 14

15 Fiona Personas als basis voor VOC ABOUT ME Forward thinker Two years ago, I started my own e-commerce business, which is now experiencing rapid growth. The thing that makes my business unique is the one-to-one service that we provide. We have had great reviews for that. As a perfectionist, I enjoy finding new ways to make things even quicker and more efficient. MY INDUSTRY MY DAY-2-DAY ACTIVITIES I started my own e-commerce business two years ago. Previously, I have worked in the retail business for three years. During this time, I realized that nobody was selling radiators online, and this triggered me to start up my own e-commerce business MY COMPANY My company has one employee, and sells central heating and electric radiators via the online channel. Our customer base consists of renovators and people who are building a new home. Most customers are local, but some are international. I take care of all the financial reporting and accounting, but I am not involved in the day-today business. Another person takes care of that. I also run various analysis on the website of Elavon. Analysis are highly important to me, as it provides me with insights, which help me to understand my business and find growth opportunities. We have experienced high growth rates already, but I am constantly looking for new ways to improve my business. As such, I enjoy conversations with experts that can help me in driving business growth. Business sophistication Growth ambition Company size

16 Forward thinker We desire more value added products and services for our e-commerce platform EXPECTATIONS Business relationship Products & Technology Payment security Price Customer service HOW TO BRING ME VALUE Preferred communication channels Sales rep/ Account manager Website Call support centre MY NEEDS & WANTS Value proposition Up-to-date product solutions and value added services for e-commerce, including the ability to process different cards and currency transfer Up-to-date online payment processing security A reporting platform with clear analysis tools A competitive price Support Quick and efficient customer service, including technical help to implement aspects of e-commerce A good relationship with a sales representative / account manager who proactively advises on new ways to grow my business Quick response on my s MY PAIN POINTS Value proposition The reporting tool could be further improved in terms of design, navigation, search, breakdown, and (simple) report functionalities No relevant value-added products and services Existence of (uncompetitive) exception charges The fees are not transparent Support The procedure for online charge back is unclear PCI is a nightmare. I can not do it.

17 Zelfredzaamheid is key Dit vereist meer dan een mooie facade 17

18 Aansluiting tussen buiten- en binnenkant is geen vanzelfsprekendheid 18

19 In ieder proces heb je moments of truth 19

20 START I NEED TO GET INTO SERVICE FULFILMENT Customer life cycle Contract Install & activate Sales representative Channels & touch points Customer journey mapping als nieuw VOC instrument Possible journey # Touch point Moment of truth 7 8 Vendor / engineer Sales support & business line Call support centre Card present Card not present a 6 a Applicant receives the application form and is asked to fill it in Applicant calls the sales rep to ask any questions that he may have, and then sends over the application form Applicant is asked to provide additional info to complete the application form (e.g. address is missing) Applicant is asked to provide additional info for credit / risk approval (e.g. bank account information is missing) Customer is contacted to schedule a POS visit by the engineer, and receives a confirmation of the appointment Engineer installs the terminal at customer POS, checks whether delivery matches needs, gives welcome pack, and provides a quick training b a b Customer receives a confirmation that online payments are now activated for e-commerce purposes Customer needs to deal with a third party provider in order to integrate the online payment solution into their gateway in line with compliancy standards Customer is informed that the website is not in line with security/risk standards, and is asked to take action to resolve this Customer calls the sales rep or call support centre to ask any last questions about the activation, terminal, or e-commerce In Germany, customers sometimes buy their own terminal, in which case they install it themselves or this is done by a terminal provider In Germany, customers may contact Elavon to ask whether they can already accept payments via their (non-elavon) terminal

21 SUPPLIER INPUT OUTPUT CUSTOMER Business Development 1. New customers application forms 2. Customer hardcopy documents 3. Customer PDF documents 1. Approved customer application 2. Declined customer application 3. Completed merchant setup 4. Application live Deployment Contract CUSTOMER Application inquiry DEPARTMENT BUSINESS DEVELOPMENT (SALES REP.) Print application form Receive signed application Submit application 3. Follow up action for correction and missing 5. documentation DEPARTMENT Follow up action for correction and missing documentation Follow up action for correction and missing documentation CUSTOMER ACCOUNT MANAGEMENT (SALES SUP.) UK/Ireland a. Country origin Germany 4. Scan documents Fail b. Scrubbing Pass DEPARTMENT 9. Return to sales 9. Return to sales OPERATIONS Submit application Risk Credit check DEPARTMENTc. profile High Low SMU verification (Low Risk) 7. Yes SMU d. approved No Decline application 10. Verification on quality assurance Final application live and close completed customer setup Customer setup (application live) closed CREDIT & RISK Financial position Calculate risk Application check DEPARTMENT assessment exposure 8a. 8b. 8c. No RMU e. approved Yes 8. RMU verification (High Risk) Customer touch points maken deel uit van processen LEGENDA Trigger/process initiator or closing indicator Activity Or Process flow Customer Touch points RED:Outbound GREEN:Inbound Key decision DEPARTMENT Phone call Predefined process Written/printed document Face to face contact Digital document

22 22

23 Bedankt! Hans Toebak Principal Consultant Operational Excellence Arjen Markus Managing Consultant Operational Excellence Reykjavikplein 1 Utrecht, The Netherlands Mobile: +31 (0) Reykjavikplein 1 Utrecht, The Netherlands Mobile: +31 (0)

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